Women’s sport sponsorship needs long-term players. This is the view of MSCSPORTS’ Managing Director, Carrie Delaney, on how women’s sport can garner sponsorship because it is a product that is continuously improving. Delaney is of the opinion that women’s sport is quite the commodity, and has the pull to attract top brands when it comes to sponsorship.
“Brands can see they are playing in a space that is not that cluttered and they can be seen as supporting women’s sport,” says Delaney, “We have a current client, a Blue Chip client who is very interested in getting involved in women’s sport, and we are looking for a property for them and there’s options.”
“Sponsors like Telkom, Spar, and Momentum are now becoming synonymous with women’s sport, everyone knows it’s the SPAR Proteas and the Momentum Proteas. They are stamping their brands with supporting women’s sport and it’s a long-term play.”
MSCSPORTS Managing Director, Carrie Delaney
“I think anyone who thinks “Let me just dabble a bit in women’s sport” … No, we need long-term players here, and long-term partnerships to get it to where it needs to be. There is still a lot of work that needs to be done, but we need those brands and we can show your return on investment!”
As Delaney has pointed out there have been certain brands that have become synonymous with sponsoring women’s sport over the years, and she reiterates that it is these kinds of partnerships that can help grow and improve the backing of women in the sport arena.
“If you look at the brands that have been showing up like Sasol, they have been there for a while, you’ve also got Momentum, so they are growing with the platforms which is very exciting. So that is the opportunity for brands to see how you can grow with this.”
“Telkom got involved and they launched the Telkom Netball League in 2019, and I was part of that launch, and they knew it was a long-term play. They wanted to be involved when the Netball World Cup was here, so they are there for the long-term, and that is the key,” she added.
Delany has been in the industry for several years, but it was when she joined MSC Sports that she was made a full-time part of sponsorship. She joined the agency as an Account Director in 2019, she was then promoted to Client Service Director in 2021. In 2023 she appointed in her current position as Managing Director, which is another feat as she became the first woman to hold this position at the company.
“When I started at MSCSPORTS back in 2019 it did feel like it was a male-dominated space. Our exco was all white, all male. Just looking back and to where we are now, it has transformed, it’s quite phenomenal. I am the first female Managing Director, our exco has is transformed, and is 60% female, and the business overall is transformed,” she said.
“The founders of the business are two men, who are amazing individuals. We really have transformed and I can proudly say that we are continuing to do that. I am blessed to have been at an agency that has just given me the space to grow and learn.”
The marketing and sponsorship guru feels that a big driver of women’s sport being on the receiving end of sponsorships is telling the stories that are out there. This is where a medium like gsport comes into play as it aims to amplify the stories of sportswomen and women’s teams, who are not only on top of their game but achieving big things despite having limited financial backing.
“What is important is to continue telling the stories. There are beautiful success stories and wonderful stories to the told and we need to continue sharing those stories, to raise awareness. That is what is needed in female sport. Also, having the opportunity to events like the Women’s T20 Cricket World Cup and the Netball World Cup to show sports fans is incredibly exciting,” she said.
Delaney, a wife and mother of two, has become a major player in her profession, and says girls and women looking to join the marketing and sponsorship sphere must have a passion for their job. This quality is something that will set candidates apart from the rest.
“When I first started I did feel like it was male-dominated, but I feel you shouldn’t be intimidated by that at all, and I think we as women in this space have as much to offer as our male counterparts, if not more. I think that anyone who has got a passion for whether it be brands, sponsorships, or sports and you come into this space and you will find your space.”
“We have had so many girls who have come in, we had an intern who joined us last year who is passionate about sport, she plays for the national baseball team.
“My other colleague Bertine Faber, who is on the LPGA, is the biggest advocate for women’s sport,” says Delaney. “Look at women like that who come into our business, and because of their passion, they do so well and thrive. It’s not about being male or female, it’s about having this passion,” she said.
Main Photo caption: “Women’s sport sponsorship needs long-term players.” This is the view of MSCSPORTS Managing Director, Carrie Delaney, on how women’s sport can garner sponsorship because it’s a product that is continuously improving. Photo: Supplied
Photo 2 caption: Carrie Delaney is of the opinion that women’s sport is quite the commodity and has the pull to attract top brands when it comes to sponsorship. Photo: Supplied
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